Analytics company Digital i has released a new report titled "The YouTube Era: 2025 in Review," which maps global trends in video content consumption across 20 key markets. According to the collected data, there has been a significant shift in viewing behavior, with the average daily time spent on YouTube increasing from 87.2 to 99.1 minutes per account. The platform thus surpassed streaming giant Netflix in overall engagement for the first time, as Netflix's average daily time decreased from 100.5 to 93.4 minutes.
Although Generation Z remains the strongest demographic group with an average of 111 minutes per day, the sharpest increase in interest was recorded among older age groups. For men aged 55 to 64, watch time increased by 15% year-on-year, with the overall average in this category reaching 81.4 minutes per day. The engagement of women also grew significantly across all age categories, with the biggest jump observed in young women aged 18 to 24.
“YouTube’s evolution from a social video hub to a dominant global platform for attention is one of the defining media shifts of this decade. Our data shows that audiences are increasingly treating YouTube as a primary entertainment destination, rather than simply social media,” said Matt Ross, lead analyst at Digital i, commenting on the results.
Geographically, South Korea dominates in intensity of use, where users spend an average of 161.5 minutes per day on YouTube. The top five most active markets are completed by Japan, USA, Canada, and Mexico. However, France showed the highest growth dynamics with an increase of 33.6%, followed by Spain and Brazil.
An interesting finding is the role of traditional media houses and streaming services on the YouTube platform. Although YouTube competes with them, it also serves as a key promotional channel. Netflix's official channel achieved the highest global reach in 2025 with 78.2 million unique accounts. Other top successful brands included IGN, NBC News, Disney, and Warner Bros. Discovery. However, analysts note that high reach does not automatically translate to high engagement; the most hours of viewing from so-called "superusers" are generated by more specialized channels such as Law&Crime Network or Asmongold TV.
“While YouTube competes for attention with global SVOD services, it also provides them with a significant avenue for further reach,” adds senior analyst Elena Mozzato, noting that long-form content is gaining popularity on TV screens, while short videos primarily serve as a lure to discover new channels.